Responsys Adds Analytics Tool
The Marketing Performance Center is a tool that Responsys customers can use to gauge a campaign's deliverability, conversion rate and response rate. The data also can be fed into a third-party analytics vendor or reported as part of the e-mail delivery platform.
"What we've seen is increased demand for many different types of additional reporting," said Howard Koenig, chief executive of Palo Alto, CA-based Responsys.
Koenig said the analytics would help marketers take a more tactical approach to campaigns, gauging how specific segments respond differently and modifying mailings to improve response rates.
The Marketing Performance Center resulted from Responsys' purchase of Web analytics company NetAcumen in January 2002.